Promotion of Food to Children

PROMOTION OF FOOD TO

CHILDREN AND YOUNG PEOPLE

This paper was produced in June 2006 and can be found on the Consumer Council’s website at www.consumercouncil.org.uk/publications The Consumer Information workshop will make reference to the paper, looking at the developments since it was written and what challenges there remain for broadcast advertising to address the issues of childhood health and obesity.

PROMOTION OF FOOD TO CHILDREN AND YOUNG PEOPLE

About the General Consumer Council for Northern Ireland

The General Consumer Council for Northern Ireland (the Consumer Council) is a statutory body set up under the 1984 General Consumer Council (Northern Ireland) Order with a duty to promote and safeguard the interests of consumers. In addition to this general remit, and under Section 10, Schedule 1 of the Order, the Consumer Council has specific responsibilities in relation to food.

What is the issue?

The issues of childhood obesity and promotion of unhealthy foods to children are huge issues for Northern Ireland where one in three boys and one in four girls are overweight or obese1. It is claimed that these children represent the first generation that will die before their parents if the problem is not tackled urgently. Although there may be a number of factors contributing to this, it is the view of the Consumer Council that irresponsible food promotion is a significant part. To date the voluntary approach to responsible food promotion by the industry has failed. It is time for action.

The Consumer Council has conducted Northern Ireland-specific research into advertising and sponsorship across the range of television channels available to Northern Ireland’s young viewers. These advertisements were analysed for:

 Product categories;  Frequency; and  Use of celebrity endorsements and cartoon character licensing to determine the volume and nature of food advertisements to which our children are subject.

We found some shocking results that showed how children are bombarded with promotions for less healthy food products. These advertisements have the potential to increase children’s recognition of these foods because they are often repeated over a single advertisement break.

The purpose of this paper is to present the Northern Ireland view with regard to food advertising to children and present these data as a resource to inform and influence the debate ahead of consultees’ submissions to OFCOM’s consultation.

We are all aware of the creeping issue of obesity and the risks and dangers that obesity represents to the younger generation. The need for action is clear. A collective approach is needed and the Consumer Council stands ready to play its part. What do we know?

1 Gaffney, B. (2004) Obesity is Increasing Among School Children. Irish News 04.06.03.

2 Childhood obesity has tripled over the past 25 years. In Northern Ireland one- third of boys and one-quarter of girls aged 12 are either overweight or obese.

The food we choose to eat as children can determine diet and subsequent quality of life in later years. Worryingly, there is too much fat, sugar and salt in children’s and young people’s diets and not enough fruit and vegetables. Some 95-99 per cent of food products advertised to children contained high quantities of fat, sugar and or salt2.

Children have choice before they have the sense to exercise it because they can influence their parents’ choices through pester power. Children and young people have a lot of disposable income – some £3.2 million per week for all children under 16 years of age. The average pocket money for children and young people aged between seven and 16 years old in Northern Ireland is £6.45 per week3 and children spend more of this on sweets, snacks, drinks and other food purchases than anything else.

Food advertising

More money is spent on advertising food and soft drinks on television in the UK than any other product sector. In 2004, some £285 million was spent on television advertising of the ‘big five’ product categories: confectionery, fast food restaurants, pre-sugared breakfast cereals, savoury snacks and soft drinks4. Children are responsive to these advertisements.

Perhaps the most controversial external factor on young people’s food choices is the influence of promotional activity including advertising, sponsorship, promotions and the use of characters or celebrities to endorse a product. These techniques have led to consumer organisations, including the Consumer Council, calling for restrictions on television advertising targeted at children or the implementation of stricter controls.

On average in the UK, a child watches 13 hours 35 minutes of commercial television per week with potential exposure to the equivalent of around 217 advertising spots. By the time a child is six, they will have already watched the equivalent of more than one year of non-stop television.

Alarmingly, children’s food choices vary according to the advertising they are exposed to. Advertising appears to have a greater influence on foods that are high in fat, sugar or salt as opposed to healthy selections. These less healthy foods are advertised and bought most often.

So far, the voluntary approach to food promotion has failed to solve the problem of a childhood obesity epidemic that has been described as a dietary time bomb.

2 Sustain (2001) TV Dinners. 3 Halifax Bank of Scotland Annual Pocket Money Survey, April 2006. 4 COI Media Research for FSA, 2004

3 The Consumer Council analysed advertisements for product category, type, frequency and use of celebrities and cartoon characters. We found more food advertising during children’s viewing hours than family viewing hours.

Key facts from our research are:

 On average there are 10.5 food advertisements an hour during children’s television viewing hours.  There is 62 per cent more food advertisements an hour during children’s television viewing hours than during family viewing hours.  Advertisements for less healthy food products may be repeated two or three times during a single advertisement break targeted at children.  This practice of repeating food advertisements does not occur during family viewing hours.

Compared to other European countries, the UK – including Northern Ireland - has the highest level of food advertising: ten times more than Sweden and Austria and twice as many as the Netherlands, Denmark and Germany.

Alongside this exposure to advertising is the fact that today’s children are less active than previous generations. For example, Northern Ireland research has shown that while some children exercised more than twice a week, they still did not meet international recommendations for physical activity levels. Furthermore, the amount of exercise was found to decrease as children got older, which does not bode well for the public health of future generations.

Informed by research, the Consumer Council makes the following recommendations to key Government Departments, agencies and organisations in working together to promote and deliver on the issue of ensuring responsible and controlled food promotion to children and young people.

Recommendations for action

Recommendations to the Government  Food and health policies across Government departments and statutory agencies should be consistent and complement each other.

 Public health policy must address what influences children’s food choices, restrict the practice of promoting less healthy food products to children and increase children’s physical activity.

 There should be laws to prevent manufacturers deliberately targeting children and young people, by whatever means – television, emails etc, with products that can damage their health.

 The Government should fund and actively promote healthy eating through, for example, funding better marketing of healthier foods for children and young people and better, more nutritional school meals.

 The approach to and resourcing of all health promotion should be

4 mainstreamed. For example, there should be a Government-set target for Northern Ireland where all four to six year olds are guaranteed one piece of fruit every day.

 The way healthy eating is portrayed to young people should be reviewed so that knowledge will eventually be translated into practice. This requires co-operation among health professionals, government departments and agencies, parents, schools, retailers, manufacturers and advertisers.

 Education programmes should try to balance children’s consumption of unhealthy food with healthy food and physical exercise.

Recommendations to the Food Standards Agency(FSA)/Food Safety Promotion Board (FSPB)  More time and resources must not be spent on continuing to describe the problem of childhood obesity. Instead, efforts should be focused on positive and dedicated action.

 Innovative approaches to promotion must be explored by the Food Standards Agency/Food Safety Promotion Board through, for example, sponsoring a ‘Cooking Bus’ in Northern Ireland, a mobile facility that promotes practical cookery skills in primary schools and communities.

 A public health education campaign for parents is needed, so they can make more informed food choices for themselves and their children.

 The FSA and FSPB should explore further ways to fund more positive food and health messages.

 More support should be targeted at encouraging the promotion of food that is consistent with healthy eating and dietary guidelines.

 Food products should be meaningfully and simply labelled in order to facilitate informed consumer choice.

 Food aimed specifically at children should be labelled using additional graphics or special symbols to distinguish between desirable and undesirable foods.

 Nutrition claims should not be used on products where the nutritional profile is high in fat, sugar and/or salt.

 Particular attention must be paid to the specific needs of disadvantaged, vulnerable or low-income consumers. These consumer groups may be less confident or proficient in food preparation while reading and understanding food labels may be more difficult.

Recommendations to OFCOM

5  Regulations covering food promotion during children’s television hours and hours when children are likely to be watching should be reviewed and strengthened. These strengthened regulations should apply equally to food promotions through new media like e-mail and text message.

 There should be a watershed for the promotion of food to children and young people similar to familiar film classification. The promotion of foods high in fat, sugar or salt should be banned or restricted during children’s television hours. These restrictions should apply to programmes that children watch as well as those immediately before, during and immediately after children’s programming and those likely to appeal to children. The definition of programmes likely to appeal to children should be considered on a case-by-case basis.

 OFCOM should ensure that advertisers and promoters cannot get around a ban on advertising through programme sponsorship when children might be viewing.

 Public sector and commercial broadcasters’ editorial policies should exploit programming opportunities to promote healthy eating to children.

 There must be an efficient, relevant, timely and clear appeals process in place so that advertisements deemed irresponsible may be promptly removed from television programming schedules.

Recommendations to parents  Parents should be supported to make informed food choices for themselves and their children.

 Parents should encourage their children to be interested in food and cooking by involving their children in talking about and preparing different foods.

 Parents should encourage their children to be physically active to benefit their future health.

Recommendations to schools  Schools should be commercial-free zones and vending machines should be used to promote healthier foods and drinks.

 There should be nutrient-based standards for school meals to help in establishing longer-term eating habits and act as a precedent for future health and nutritional well being.

 The whole school approach should include diet and nutrition lessons at an early stage to increase understanding and introduce children to a wide range of food products.

 School caterers should be trained to be aware of the issues.

6 Recommendations to industry  The food industry must be encouraged to develop an advertising culture that shows corporate social responsibility in terms of public health as well as recognising profit obligations.

 Manufacturers should develop children’s product ranges that are healthier and contain low fat, sugar and salt levels, where possible.

 Food products aimed specifically at children should be labelled using additional graphics or special symbols to readily distinguish them as healthy or less healthy foods.

Recommendations to advertisers  The food and advertising industries should use proven promotional techniques to appeal to children to promote healthy messages.

Recommendations to retailers  Retailers should use in-store promotions to promote healthy products to children.

 Retailers should consider innovative in-store pricing policies to increase the accessibility and affordability of healthy eating choices.

 Retailers should remove confectionery products from checkouts and, wherever practicable, replace them with healthier options such as fruit.

Conclusion

The link between childhood obesity and the promotion of less healthy foods to children are huge issues for Northern Ireland. So far we believe that the voluntary approach to food promotion has failed. It is time for action. We believe that OFCOM must introduce a watershed for food advertising to children and young people. Promotions of food products high in fat, sugar, or salt should be banned or restricted immediately before, during, and immediately after children’s programmes, and programmes likely to appeal to children.

This, together with a joined-up public health policy that addresses the influences on children’s food choices and increases physical activity will help to defuse the dietary time bomb inherent in Northern Ireland children.

The Review of Public Administration places a legislative power on local authorities to ensure the wellbeing of the communities assigned to them. The vision must be for people-focused, local, council-led community planning powers to deliver joined-up public health policy that promotes wellbeing.

7 Contact us

Thank you for reading our paper Promotion of Food to Children and Young People. We would be pleased to hear your views about both the issue of food promotion to children and this document.

Please contact us with your comments via any of the following ways:

Post: Dr Sinéad Furey Senior Consumer Affairs Officer Consumer Council Elizabeth House 116 Holywood Road BELFAST BT4 1NY

Email: [email protected]

Telephone: 028 9067 2488

8 Childhood obesity: A public health problem Over the past 25 years, childhood obesity in the UK has grown faster than in the USA. It is one of the clear indicators of poverty5. According to figures in Health Check, the Chief Medical Officer for England's Annual Report (2002), 8.5 per cent of 6 year olds and 15 per cent of 15 years olds are obese. The National Audit Office's report Tackling Obesity (2001) predicts that obesity will cost the nation some £3.6 billion a year by 2010. Meanwhile, Northern Ireland figures suggest that one-third of boys and one-quarter of girls aged 12 are overweight6.

Young people’s food choices The FSA has an action plan to tackle childhood obesity in order to set a precedent for the populations’ future health and nutritional well-being. This is particularly important given that the long-term health effects from an unhealthy diet have been proved. Research7 has indicated that children’s and young people’s diets are characterised by a high levels fat, sugar and/or salt and a dislike for healthier alternatives like fruit and vegetables.

More time and resources must not be spent on continuing to describe the problem - enough is known to identify the key issues to be addressed. Any demand for further research must not be used as an excuse to delay positive and dedicated action. The results of the FSA-commissioned research must be translated into action as soon as is practicable. The FSA’s conclusion, arising from the Hastings Report, is particularly welcome to ensure that action is taken to address the imbalance in television advertising of food to children.

Recommendation

Further time and resources must not be spent on continuing to describe the problem. Instead, efforts should be focused on positive and dedicated action.

The parents’ role Children have choice before they have the sense to exercise it because they can influence their parents’ choices through pester power. In the Fresh Fruit in Schools scheme developed and funded by the Department of Heath, Social Services and Public Safety (DHSSPS) in association with the Health Action Zones, children are instrumental in changing their parents’ dietary practices by bringing the healthy eating message home from school. However, young children do not manage the household budget so their parents supervise their food choices. Against this background, a public health education campaign for parents is needed to better inform the food choices they make for themselves and their children.

5 Mayo, E. (2005) Shopping Generation. National Consumer Council. 6 Gaffney, B. (2004) Obesity is Increasing Among School Children. Irish News 04.06.03. 7 Warwick, J. (1998) Food Choices of Young People in Northern Ireland – The Influences and Health Implications; University of Ulster, Belfast.

9 Children’s spending habits Children and young people have a lot of disposable income – some £3.2 million per week for all children under 16 years of age. The average pocket money for children and young people aged between seven and 16 years old in Northern Ireland is £6.45 per week - adding up to a collective annual children’s spending power of almost £70 million8. Children spend more of their money on sweets, snacks, drinks and other food purchases than they do on anything else. (See Table 1)9.

Amount spent per week (£) (2002-04) Aged 10-12 years Aged 13-15 years Item Boys Girls Boys Girls Confectionery, snacks and drinks 2.20 2.40 3.20 3.20 Other food purchases 2.10 2.10 3.80 3.40 Clothing and footwear 0.70 2.00 2.50 5.30 Personal care 0.10 0.40 0.20 1.20 Magazines, newspapers, books 0.70 0.90 0.60 1.10 and stationery Music 0.30 0.40 1.20 1.00 Other entertainment (videos, 0.20 0.10 0.40 0.20 DVDs) Games, toys, hobbies, pets 2.50 0.90 2.60 0.50 Sporting and cultural activities 0.80 0.80 1.60 1.20 Travel 0.30 0.30 0.60 0.60 Mobile phones and charges 0.20 0.40 0.90 1.50 Other expenditure 0.70 1.10 1.60 2.20 Total (£ per week) 10.80 11.70 19.30 21.50

Peer influence Any decision on choice or consumption of food is the result of a complex mix of conscious and subconscious influences10. People do not make food decisions in a social vacuum. They are likely to be influenced by those around them11. Peer relationships are becoming increasingly important in childhood because children spend a great deal of time with friends of the same age.

Television advertising In 1990 more than 140 food products were launched onto the children’s markets. More than half of these were sugar and chocolate confectionery, soft drinks and snack foods, with four-fifths encouraging unhealthy eating. More money is spent on advertising food and soft drinks on television in the UK than any other product sector. In 2002, £594 million was spent in the UK

8 Halifax Bank of Scotland Annual Pocket Money Survey, April 2006. 9 Office for National Statistics (2005) Family Spending: A Report on the 2003-04 Expenditure and Food Survey. 10 National Consumer Council. (1992) Food Choice and the Consumer. Your Food Whose Choice? HMSO, London. 11 Shepherd, R. and Dennison, C. (1996) Influences on Adolescent Food Choice. Proceedings of the Nutrition Society (55).

10 advertising food and £116 million of this was from the top four confectionery manufacturers – including Mars, Nestlé and Cadbury (Consumers Association, 2004). Interestingly, more confectionery was eaten in 2002 than ever before, with a growth of 3.5 per cent (UK Vending Ltd, 2004). In 2004 it was estimated that £285 million was spent on television advertising of the ‘big five’ product categories: confectionery, fast food restaurants, pre-sugared breakfast cereals, savoury snacks and soft drinks (COI Media Research for FSA, 2004). Children are receptive to these advertisements. Food manufacturers would not invest like this if they were not confident of a fair return on their investment12.

Advertising success is measured by sales, not health status. For example, it has been estimated that for every pound spent promoting healthy eating, £500 is spent marketing unhealthy food13. Unfortunately, the products most vigorously advertised on television tend to be the same products that nutritionists want to discourage. Sustain’s14 TV Dinners (2001) showed that 95-99 per cent of food products advertised to children contained high quantities of fat and/or sugar and/or salt. This is in stark contrast to the Balance of Good Health plate model.

Figure 1: Balance of Good Health

Other environmental factors around children’s food choices are important. Perhaps the most controversial external factor on young people’s food choices is the influence of promotional activity including advertising, sponsorship, promotions and the use of characters or celebrities to endorse a product.

12 Longfield, J. (1992) Advertising and Labelling. How Much Influence? Your Food, Whose Choice? HMSO, London. 13 Sustain (2005) The Children’s Food Bill: Why we Need a New Law, Not More Voluntary Approaches. Sustain. 14 Sustain: The alliance for better food and farming advocates food and agriculture policies and practices that enhance the health and welfare of people and animals, improve the working and living environment, enrich society and culture and promote equity. It represents over 100 national public interest organisations working at international, national, regional and local level.

11 A 1977 study (Gianinno & Zuckermann) found that children as young as four could link an advert to the associated product. As a result the Independent Television Commission (ITC) stated that characters that appear regularly on television should not be used to promote products. More recent research15 concluded that young children could identify products with certain characters.

There has been research to suggest that the power of advertising to children penetrates to toddlers. Lindstrom found that brands are of growing importance to those as young as 18 months. He cites a British study, which said one in four children says a brand name as their first recognisable word. In Northern Ireland 60 per cent of children aged 10 to 19 years thought that brand was important when they bought something16. Meanwhile, 47 per cent of 10 of 12 year olds thought brand names were important. Similarly, the National Consumer Council (NCC) research17 found that almost half of 10 to 12 year olds think that the brand is important when they buy and the average ten year old has learned and absorbed between 300 and 400 brands.

So far, the debate has been divided with different advocates championing different strategies. Consumer organisations, including the Consumer Council, are calling for restrictions on television advertising or the implementation of stricter controls18,19,20,21. For example, Sustain co-ordinates the Children’s Food Bill which aims to protect children from unhealthy food marketing, define good food, improve the quality of children’s food, improve the quality of food in schools, ensure all children have essential food skills and knowledge and promote healthy food to children22. Meanwhile, the food manufacturers and advertising industries have been slow to take action.

The television diet Television beams into 95 per cent of British homes23. Almost half (47 per cent) of eight to nine year old boys and 36 per cent of girls have a television in their room24. In addition, 42 per cent of Northern Ireland homes now have digital television,25 offering even more channels dedicated to children.

The FSA report noted that, on average in the UK, a child watches 13 hours 35 minutes of commercial television per week with potential exposure to the 15 Warwick, J. (1998) Food Choices of Young People in Northern Ireland – The Influences and Health Implications; University of Ulster, Belfast. 16 Consumer Council (2005) Children as Consumers Research. Consumer Council, Belfast 17 Mayo, E. (2005) Shopping Generation. National Consumer Council, London. 18 Kinsey, J. (1987) The Use of Children in Advertising and the Impact of Advertising Aimed at Children. International Journal of Advertising (6). 19 Riecken, G. and Yavas, U. (1990) Children’s General Product and Brand Specific Attitudes Towards Television Commercials. International Journal of Advertising (9). 20 Dibb, S. (1994) Children: Advertisers’ Dream, Nutrition Nightmare? National Food Alliance, London. 21 Bas, J. (1996) Parent Power: Raising Children in a Commercial World. Advertising Association, London. 22 Sustain (2005) The Children’s Food Bill: Why we Need a New Law, Not More Voluntary Approaches. Sustain. 23 Dibb, S. (1994) Children: Advertisers’ Dream, Nutrition Nightmare? National Food Alliance, London. 24 Carter, M. (1994) Do You Understand Your Kids? Marketing Week 17 (27). 25 OFCOM (2004) Driving Digital Switchover: a Report to the Secretary of State.

12 equivalent of around 217 advertising spots. (More pessimistic commentators have stated that on average a child watches television for nearly four hours per day26). The average six-year-old child will have already watched more than one year of television27. The majority of this viewing is outside dedicated children’s programming. However, 26.2 per cent of the advertisements that children see falls during specific children's programming, when about 40 per cent of the advertisements are for food. The majority of these food adverts (about 70 per cent) are for confectionery, fast food, pre-sugared breakfast cereals, savoury snacks or soft drinks (excluding mineral waters).

Children like advertisements28 and it is likely to make a child want a product more29. It has been stated that British children are ‘significantly more enthusiastic about advertisements than US children’ 30. Northern Ireland children are more enthusiastic again, since more children in Northern Ireland (41 per cent) enjoy watching advertisements compared to those from Great Britain (30 per cent)31. Younger children were more likely to state they enjoyed watching advertisements than older children in Northern Ireland.

Buttle32 suggests that children are ‘easy prey’ for marketers because they believe that advertising is truthful and cannot decode advertising messages. For example, a recent British study of children aged six to seven years found that 64.8 per cent of them trust all commercials33. It is only about the age of eight that a child realises that the purpose of advertising is to sell34.

The effect of advertising on food choice Children’s food choices vary according to the advertising they are exposed to. More than 47 per cent of a Northern Ireland sample35 of 9-17 year olds revealed that children’s favourite advertisements were for food and soft drinks. Similarly, researchers36 found that food advertisements significantly influence the food preferences of children between the ages of 7 and 11. This was true to the extent that most heavily advertised products also promoted the largest number of requests from 7-11 year olds. Therefore, television may not just promote sedentary behaviour; there is evidence it also stimulates food intake. Research has shown that obese children recognise significantly more food adverts and this correlates with the amount of food eaten after exposure to them (Halford et al, 2004).

26 Murphy, M. (2004) Let’s Get Physical to Tackle Obesity. Newsletter, 26.02.04, Belfast. 27 BBC News online (2005) TV Daily Limit Call ‘Unrealistic’ 03.10.05 28 Cullingford, C. 91994) Children’s Response to Television Advertising: The Magic Age of 8. Research in Education (51). 29 Goldberg, M.E. and Gorn, G.J. (1978) Some Unintended Consequences of TV Advertising to Children. Journal of Consumer Research (5). 30 Mayo, E. (2005) Shopping Generation. National Consumer Council. 31 Consumer Council. (2005) Children as Consumers Research. Consumer Council, Belfast. 32 Buttle, F. (1991) What do People do with Advertising? International Journal of Advertising, 10 (2). 33 Consumer Choice (2005) Tempting to Children. 34 National Food Agency Finland (2005) Children and Foodstuffs Marketing. 35 Warwick, J. (1998) Food Choices of Young People in Northern Ireland – The Influences and Health Implications; University of Ulster, Belfast. 36 Donkin, A.J.M., Neale, R.J. and Tilston, C. (1993) Children’s Food Purchase Requests. Appetite (21).

13 Bull37 suggests that the most frequently cited aspect of young people’s diets is their tendency to choose fast food and convenience snacks as advertised on television. In 1990 Collins38 researched the situation in Northern Ireland among 9 and 10 year olds (n=226 children in Belfast). This reported that the most popular advertisements among 9 and 10 year olds were for products containing high fat and/or sugar levels. This is particularly important given Northern Ireland’s high incidence of diet-related diseases like heart disease and stroke.

Goldberg and Gorn39,40 found that advertising appears to have a greater effect on foods that are high in fat, sugar or salt as opposed to healthy selections. These foods are advertised and bought most frequently41. Fatty, sugary adverts reach their peak between 4 pm and 6 pm when many children are viewing42. This highlights the importance of monitoring the frequency and type of food advertisements on television in order to appreciate the cumulative impact such repetitive advertising has on children’s food choices.

The prevalence of voluntary or statutory controls on advertising It is not necessarily the foods themselves being advertised to children that are of concern; instead it is the techniques that companies use to pursue or support the persuasion to buy that is concerning. Even research prepared for the Food Advertising Unit, which represents the food advertising industry, found that 84 per cent of parents in 2003 believed that advertising manipulates children. Similarly, research43 by Warwick reported that just over half of the parent respondents in her study indicated concern over the influences that advertising had on their children’s food choices.

Other countries have banned advertising to children or implemented stricter controls. European organisations have backed Swedish calls for a restriction on all television advertising to children under the age of 12 and the Republic of Ireland banned television advertising aimed at pre-school children. Australia already has similar restrictions and in the Netherlands, confectionery advertising is not allowed until after 8pm. Other countries have introduced strict controls indicating their belief that there is an adverse relationship between food advertising and food choice44. The European Heart Network wants television advertising of ‘unhealthy’ food to children to be banned

37 Bull, N.L. (1988) Studies of the Dietary Habits, Food Consumption and Nutrient Intakes of Adolescents and Young Adults. World Review of Nutrition and Dietetics (57). 38 Collins, J. (1990) Television and Primary Schoolchildren in Northern Ireland 2. The Impact of Advertising. Journal of Educational Television, 16 (1). 39 Goldberg, M.E. and Gorn, G.J. Some Unintended Consequences of TV Advertising to children. Journal of Consumer Research (5). 40 Gorn, G. and Goldberg, M. (1982) Behavioural Evidence of the Effects of Televised Food Messages on Children. Journal of Consumer Research (9). 41 Taras, W., Sallis, J., Patterson, T., Nader, P. and Nelson, J. (1989) Television’s Influence on Children’s Diet and Physical Activity. Journal of Developmental and Behavioural Paediatrics, 10 (4). 42 Morton, H. (1994) The Television Advertising of Foods to Children: A South Australian Study. Journal of Food and Nutrition, 41 (4). 43 Warwick, J. (1998) Food Choices of Young People in Northern Ireland – The Influences and Health Implications; University of Ulster, Belfast. 44 Dibb, S. (1996) Countering Commercial Pressures in the Classroom. Modus, 14 (1).

14 throughout the European Union to ensure that bans on television advertising to children are not undermined by broadcasting from outside countries’ borders and by marketing in other media (BÉUC 2005).

Three bodies have developed Codes of Practice for Advertising: the Advertising Standards Authority (ASA), Independent Television Commission (ITC) and the Radio Authority (RA). (The latter two now come under the responsibility of OFCOM which has contracted out the handling of ASA). These bodies stipulate that advertisements should not encourage children to eat frequently throughout the day or to eat or drink near bedtime (all codes); or suggest that confectionery and snacks should replace balanced meals (ASA and RA); or condone excessive consumption of any food (which includes for example, showing someone eating two or more chocolate bars in succession); or discourage good dietary practice (ITC)45.

To date, the voluntary approach to responsible food promotion by the industry has failed to solve the problem of children’s unhealthy food choices. We now face a childhood obesity epidemic described as a dietary time bomb when, for the first time ever, mothers of this generation may live longer than their children.

In May 2004, the Consumer Council conducted a snapshot survey of opinion on this issue. We asked visitors to our Consumerline website if advertising these less healthy foods should be banned. The majority of voters (71 per cent) stated that fatty, sugary or salty foods should not be advertised to children. Similarly, 70 per cent of parents in a Consumers’ Association survey (2003) thought there should be no advertising of foods high in fat, sugar and/or salt during children’s television viewing times; while 57 per cent of pollers to the Guardian newspaper in October 2003 favoured a ban on advertising to children, and 84 per cent of parents in a National Family and Parenting Institute survey in 2003 believed there was too much marketing aimed at children.

The Chief Medical Officer for England has recommended that the precautionary principle for the marketing of foods to children should be adopted. Furthermore, the World Health Organisation’s (2003) proposed Global Strategy on Diet Physical Activity and Health is critical of the marketing, advertising, sponsorship and promotion practices which encourage unhealthy diets. Similarly, the British Medical Association has called for a ‘junk food ad ban’ because self-regulation has failed in the past46.

The Consumer Council believes that the existing regulatory framework should be reviewed and strengthened. Unless all forms of promotion of less healthy foods to children are prohibited, children will not be effectively protected47. The European Heart Network published a study warning that Governments

45 Bas, J. (1996) Parent Power: Raising Children in a Commercial World. Advertising Association, London. 46 BBC News Online (2005) Doctors Urge Tough Obesity Drive. http://news.bbc.co.uk/1/hi/health/4119312.stm accessed on 23.06.05 47 Sustain (2005) The Children’s Food Bill: Why we Need a New Law, Not More Voluntary Approaches. Sustain.

15 must not just concentrate on targeting television advertising because manufacturers use other media like the Internet and mobile phones to market their products48. Legislation is preferable to voluntary Codes of Practice. We therefore recommend that there should be a watershed for the promotion of food to children and young people similar to familiar film classification. In addition, all promotion of food products high in fat and/or sugar and/or salt should be restricted during children’s television hours. These restrictions should target programmes that children watch and should apply immediately before, during and immediately after children’s programming and programmes that are likely to appeal to children. Advertising other product categories or healthier foods could compensate for any feared loss of revenue. Furthermore, this policy should be monitored closely and there should be effective sanctions for breaches. The food industry should be encouraged to develop an advertising culture that recognises its public health responsibilities along with profit.

We recommend that the standards and principles of food advertising to children are consistent. This includes new media like viral marketing where promotional messages are passed on to others by e-mail and text message. These measures would stop food manufacturers and retailers from advertising products known to contribute to an unhealthy diet during children’s TV programmes.

The principles requiring all advertisements to be legal, decent, honest and truthful should apply equally to the food advertising and promotion to children. The measures proposed in the Broadcasting Commission of Ireland Children’s Advertising Code include curbs on the use of celebrities, sports stars or children’s heroes in children’s food advertising, the use of toothbrush symbols with adverts for sugary products and ‘balanced diet’ type on-screen messages for the advertising of fast foods. However, the draft code continues to allow the promotion of energy-dense, micronutrient-poor foods.

Recommendations

The existing regulatory framework should be reviewed and strengthened.

All unacceptable practices in relation to food promotion to children via different and novel media should be made unlawful.

The food industry should be encouraged towards an advertising culture or ethos that recognises not just profit obligations but equally responsibilities in terms of public health.

48 BBC News Online (2005) Concern Over Food Child Marketing http://news.bbc.co.uk/1/hi/health/4486923.stm accessed on 27.04.05

16 Character licensing/celebrity endorsements Pester power has been recognised as a key influence on parental buying behaviour and has contributed to the growth of character licensing programmes. Licensing of characters is being used to drive incremental sales growth, maintain market share, reposition brands, gain increased distribution opportunities and add value to their products49. Similarly, popular celebrities may encourage a child to ask to buy a product as they want to create an affinity with the celebrity50.

The Consumer Council analysed advertisements across six channels (UTV, Network 2, Disney Channel, Playhouse Disney, Cartoon Network and Nickelodeon) and found that the following popular cartoon characters and celebrities were used to promote food and drink products: David Beckham (Pepsi), Gary Lineker and Tara Parker-Tomkinson (Walkers Sensations Poppadoms), Coco the Monkey (Coco Pops), Fido (7 Up); Tony the Tiger (Frosties), Bertie Bassett (Bassetts Fruit Allsorts) and Honey Monster (Sugar Puffs).

However, Welsh research shows that when schoolchildren see cartoons promoting the consumption of fruit and vegetables there is a change in attitude. Parents noted that children asked for a larger variety of healthier alternatives, including fruit and vegetables51.

Television editorial policy Food companies already sponsor programmes like Emmerdale and Coronation Street, making sponsorship an important promotional tool. Given that children are likely to watch these programmes as part of family viewing time, such sponsorships should be regulated by the same recommendations outlined above. The Consumer Council supports the FSA’s proposal that OFCOM should review arrangements to regulate sponsorship and advertising to ensure that it is not used to circumvent the approach outlined above.

We further believe that there must be an efficient, relevant, timely and clear appeals process in place so that advertisements deemed irresponsible may be promptly removed from television programming schedules.

The Consumer Council also welcomes the proposal that the FSA should recommend to public sector and commercial broadcasters that they exploit programming opportunities to promote healthy eating to children. Food marketing has been shown to have an effect on what children eat. A change to the type of food promoted to children could have positive health outcomes.

New media 49 Stevens, E. (1996) Sponsorship and Character Licensing in Children’s Food and Drink in The Financial Times: Management Reports. Retail and Consumer Publishing, London. 50 Warwick, J. (1998) Food Choices of Young People in Northern Ireland – The Influences and Health Implications; University of Ulster, Belfast. 51 Horne, P.J., Lowe, C.F., Bowdery, M. and Egeton, C. (1998) The Way to Healthy Eating for Children. British Food Journal, 100 (3).

17 Given the explosion in new media like Internet banner advertising, pop-ups, viral marketing, text messaging and computer games, there is an opportunity for advertisers to use these techniques to promote healthier foods. However, the recommendations outlined above should apply to these novel media as well as traditional media.

Food in schools The Education Minister, Ruth Kelly, has made clear that foods high in fat, salt and sugar will be banned from meals and vending machines in schools in England. The Consumer Council welcomes Angela Smith MP’s52, confirmation that Northern Ireland will take similar action. This means that the Northern Ireland Department of Education will consult schools to determine, not only a preferred timetable for introducing a ban on foods high in fat, sugar or salt from meals and vending machines in Northern Ireland’s schools, but also to establish how schools can best contribute to whole-school food policies.

We believe that schools should be commercial-free and vending machines should be used to promote healthier food and drink options. Furthermore, there should be revised standards for school meals - these are currently being piloted in Northern Ireland. School meals play an important part in improving children’s health. They help to establish longer-term eating habits and set a benchmark for the future health and nutritional well-being of the Northern Ireland population.

Compulsory nutritional standards for school meals would have a potentially positive impact on children’s diets and future health, meaning that each child in Northern Ireland will have access to a well-balanced, healthy school meal. This is important because, for some families, economic factors may dictate that there may be an over-reliance on cheaper, processed foods meaning that healthy foods are not an option in the home. This has been proved in studies that provide evidence that the diets of children from low-income families include fewer fruit and vegetables than is recommended. The Consumer Council believes that the approach to and resourcing of all health promotion should be consistent across the UK. For example, there should be a Government-set target for Northern Ireland where all four to six year olds are guaranteed one piece of fruit every day.

Furthermore, there should be laws to prevent manufacturers deliberately targeting children and young people by whatever means – television, emails etc – with products that can damage their health. Food advertising and promotion must not deliberately seek to exploit young children and their parents. Hunton53 highlighted that ‘healthy eating must be sold on a fun ticket and not a health ticket’ but the problem health promoters face is how to do this.

52 Department of Education Press Release 28 September 2005: Junk Food To Be Banned From School Meals And Vending Machines In Northern Ireland

53 Hunton, B. (1994) Griffin School goes for the ‘Get Cooing’ Goal. Nutrition and Food Science (6).

18 Others54 believe that some of the advertising tactics could be used to promote healthy messages to children and have a positive rather than a negative impact on children’s diets. The FSA’s proposal requiring the food industry (including the food service sector) to use characters, cartoons and celebrities to encourage children to eat healthier foods is commendable. Food manufacturers should use the promotional techniques that have been proven to appeal to children to encourage the consumption of healthier food products that have not been actively promoted to date.

For example, the BBC has cut unhealthy levels of sugar, salt and fat in children's food products promoted by BBC television characters. Popular children's television characters like the Teletubbies will now be used to promote food like meat, fish, fruit, potatoes and milk.

Recommendation

The food and advertising industries should use the promotional techniques that have been proven to appeal to children to promote healthy messages.

The effect of advertising on food choice: an ‘advertiser’s dream’ but a ‘nutrition nightmare’ Research55 has highlighted that on average, during a two-hour slot of programmes between 3.15pm and 5.15pm on ITV, 14 minutes of advertising were viewed and these were mainly for food and drink products. The observations on Saturday mornings indicated 19 minutes of advertising between 7.30am and 10.30am and were mainly for toys and games. The study stated that 50 per cent of the respondents in Northern Ireland watched at least two to three hours of television per day (14-21 hours per week).

During one commercial break of three minutes on ITV, four of the eight advertisements shown were for food including Sugar Puffs, McDonalds, Pringles and Tongue Sucker Candy. RTE has a policy of no advertising during a one-hour slot of television programmes aimed at pre-school children but after this period advertising resumes and follows a similar pattern to ITV with five minutes of advertising during a two-hour slot with high fat and/or sugar products being promoted.

The Consumer Council’s Research The Consumer Council commissioned research to record six channels available in Northern Ireland. These channels - ITV1, Network 2, The Cartoon

54 Corti, B.C., Dononvan, R.J., D’Arcy, C., Holman, J., Coten, N. and Jones, S.J. (1997) Using Sponsorship to Promote Health Messages to Children. Health Education and Behaviour, 24 (3). 55 Warwick, J. (1998) Food Choices of Young People in Northern Ireland – The Influences and Health Implications; University of Ulster, Belfast.

19 Network, Nickelodeon, The Disney Channel and Disney Playhouse - were observed from 3.15pm to 5.15pm (2.15 pm to 4.15 pm for Network 2) and 7pm to 9pm for advertising and sponsorship of food products. The advertisements were analysed for product categories, type, frequency and use of celebrity endorsements and cartoon characters. (The detail of the type and breakdown of the advertising is shown in the Appendix).

During four hours of weekday television on Ulster Television (UTV) (Friday 28 May 2004) there were 36.9 minutes of advertising – the equivalent of 102 advertising slots. In total, 38 per cent of all ads focused on the promotion of food and drink.

Between 3.15pm and 5.15pm there were 14.6 minutes of adverts. Of these, 16 (7.8 minutes) promoted food and drink products (the breakdown is shown in the Appendix) – the equivalent of 53 per cent of product advertising time. Of note is the fact that only 7 different food products were advertised over this time. The repetitive nature of food advertisements targeted to children has potential to increase product recognition through its cumulative effect.

During the evening viewing hours of 7pm to 9pm there were 22.2 minutes of adverts. Of these, 23 advertisements (6.5 minutes) advertised food and drink products (the breakdown is shown in the Appendix) – the equivalent of 29 per cent of product advertising time. In contrast to the advertising schedule during children’s television viewing hours, there is not the same level of repetition.

The RTE channel (Network 2) similarly advertises products during dedicated children’s viewing hours (2.15 – 4.15 pm). On Friday 28 May 2004 Network 2 had 6.2 minutes of food and drink products advertised during this time and 5.7 minutes of food and drinks advertisements during evening viewing hours. The breakdowns are shown in the Appendix. In total there were 26 food and drink advertisements, the equivalent of 41.6 per cent of all advertising time.

During the evening viewing hours of 7pm to 9pm there were 17.9 minutes of adverts. Of these, 12 advertisements (5.7 minutes) advertised food and drink products (the breakdown is shown in the Appendix) – the equivalent of 31.8 per cent of product advertising time.

In our survey, neither the Disney Channel nor Playhouse Disney advertised products to children. However, over four hours of weekday television (Friday 28 May 2004) the Cartoon Network and Nickelodeon advertised 14 minutes (29.2 per cent of advertising time) and 12.3 minutes (31 per cent of advertising time) of food and drink products to children respectively. The breakdowns are shown in the Appendix.

The Cartoon Network had 27 advertisements for food and drink products over 4 hours again with a degree of repetition including breakfast cereals, (Coco Pops, Frosties, Shreddies, Cookie Crisp cereal); confectionery (Push Pop, Penguin Chocolate biscuits); fast food outlets (McDonalds) and soft drinks (Tango).

20 Weekday Food and Drink Advertisements

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Nickelodeon had 27 food and drink advertisements promoting breakfast cereals (Frosties, Sugar Puffs, Cookie Crisp cereal); fast food outlets (McDonalds, Kentucky Fried Chicken); confectionery (Push Pops, Starburst, Maoam sweets, Juicy Drop sweets) and soft drinks (Pepsi) and miscellaneous food products (Knorr pasta sauce, Lea and Perrins table sauce).

During five hours of weekend television on UTV (Saturday 29 May 2004) there were 50.2 minutes of advertising – the equivalent of 129 advertising slots. In total, 33.3 per cent of all advertisements focused on the promotion of food and drink.

Between 7.30am and 10.30am there were 33 minutes of adverts. Of these, 33 advertisements (13.7 minutes) promoted food and drink products (the breakdown is shown in the Appendix) – the equivalent of 41.5 per cent of product advertising time. Again, there was a high degree of repetition, especially among the confectionery and breakfast cereal categories. During the evening viewing hours of 7pm to 9pm there were 17.2 minutes of adverts. Of these, ten advertisements (5.3 minutes) advertised food and drink products (the breakdown is shown below) – the equivalent of 30.8 per cent of product advertising time.

During five hours of weekend television on Network 2 (Saturday 29 May 2004) there were 31.1 minutes of advertising – the equivalent of 76 advertising slots. In total, 35.5 per cent of all ads focused on the promotion of food and drink.

Between 7.30am and 10.30am there were 20.1 minutes of adverts. Of these,

21 21 advertisements (9.6 minutes) promoted food and drink products (the breakdown is shown in the Appendix) – the equivalent of 47.8 per cent of product advertising time.

During the evening viewing hours of 7 pm to 9 pm there were 10.9 minutes of adverts. Of these, 6 advertisements (2.7 minutes) advertised food and drink products (the breakdown is shown in the Appendix) – the equivalent of 24.8 per cent of product advertising time.

Weekend Food and Drink Advertisements

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Other research UTV research from March 2004 identified ten food advertisements an hour during prime time children’s television. By comparison, the number of food advertisements during programming for adults was between two and three times less (Sustain, 2001; Consumers International, 1996; National Food Alliance, 1995). Compared to other European countries, the UK, including Northern Ireland, has the highest level of food advertising - ten times more than Sweden and Austria and twice as many as the Netherlands, Denmark and Germany (Consumers International, 1996).

Consumer protection by promoting best practice in industry Given the links between diet and health, food and health policies across all Government departments and statutory agencies should be consistent and complement each other. While the longer-term health outcomes for children do not rest solely in their diet, the promotion of healthier foods should be encouraged.

The Consumer Council believes that more support should be targeted at encouraging the promotion of food that is consistent with healthy eating and dietary guidelines while discouraging the promotion of less desirable foods and products. Therefore, we recommend that the FSA and Food Safety Promotion Board should explore other ways to fund more positive food and health messages. Consumers should be free to choose what to buy and it is a matter for individual consumers what choices they make. However, there should be a better balance of promotion of healthy and less healthy food with meaningful labelling in order to facilitate informed consumer choice.

22 Consumers are more inquisitive and cautious about what they eat and how it can affect their health. The growth in the functional food market (foods marketed as having specific health effects or “nutraceuticals”) proves this. In order to facilitate healthy eating, cooking skills should be included in the food policy agenda. Cooking skills also need to be incorporated into both the primary and secondary school curriculum. Knowing how to cook can empower consumers to control what they eat and manage their intake of fat, sugar and salt. Without these skills, they start to rely on processed foods and therefore cannot control what they eat - processed foods contain 75 per cent of consumers’ salt intake.

The Consumer Council welcomes FSA’s initiatives to develop best practice advice on the use of nutrition and health claims on food aimed at children, to monitor its uptake by the food industry, and publish the results. Furthermore, we support the idea that nutrition claims should not be used on products where the nutritional profile is high in fat, sugar and/or salt. This review could encourage food manufacturers to review their products’ nutritional profiles and act as the catalyst for change. Manufacturers should strive for food products for children that are healthier and contain low fat, sugar and salt levels where possible.

The Consumer Council also supports the proposal that the FSA should call on retailers to use in-store promotions to promote healthy products to children. They should also consider innovative in-store pricing policies to make healthy foods more affordable and accessible. We believe that retailers should remove confectionery products from checkouts and, wherever practicable, replace them with healthier options. We have previously called for in-store marketing and promotion not to be deliberately situated to attract children’s attention, for example at checkouts in supermarkets.

Recommendations

More support should be targeted at encouraging the promotion of food that is consistent with healthy eating and dietary guidelines.

Nutrition claims should not be used on products where the nutritional profile is high in fat, sugar and/or salt.

Manufacturers should develop children’s product ranges that are healthier and contain low fat, sugar and salt levels, where possible.

Consumer education/information Knowing about nutrition does not always mean that people will choose healthy foods; this has been exemplified annually in the FSA’s own Consumer Attitudes to Food surveys. The way healthy eating is portrayed to young people should be reviewed so that knowledge will eventually be translated into practice. Parents should encourage their children to be interested in

23 food, cooking and ingredients by involving their children in talking about and preparing different foods.

Innovative approaches to promotion must be explored by the Food Standards Agency/Food Safety Promotion Board through, for example, sponsoring a ‘Cooking Bus’ in Northern Ireland - a mobile facility to promote practical cookery skills in primary schools and communities. This needs co-operation from health professionals, government departments and agencies, parents, schools, retailers, manufacturers and advertisers. It is the challenge that Northern Ireland health professionals must continue to address, taking into consideration the influences affecting food choice and seeking the cooperation of all the interested parties.

The Consumer Council agrees that education is key to the long-term solution to unhealthy dietary habits. We are supportive of a holistic approach including an education programme incorporating key health messages. For example, balancing the consumption of unhealthy food with healthy food options and physical exercise. The whole school approach should include diet and nutrition lessons at an early stage to increase understanding and introduce children to a wide range of food products.

Particular attention must be paid to the specific needs of disadvantaged, vulnerable or low-income consumers. These consumer groups may be less confident or proficient in food preparation while reading and understanding food labels may be more difficult.

We welcome the proposal to use ‘signposting’ on the front of food packets or on menus, identifying the product as a healthier product or a less healthy one containing high levels of fat, sugar and/or salt. We further support the addition of ‘high’, ‘medium’ and ‘low’ descriptors for fat, sugar and salt levels beside the nutrition panel. We also believe that food aimed specifically at children should be labelled with additional graphics or special symbols to easily distinguish between desirable and undesirable foods.

Recommendations

Action to reduce childhood obesity requires co-operation among health professionals, government departments and agencies, parents, schools, retailers, manufacturers and advertisers.

Education programmes should seek to balance children’s consumption of unhealthy food with healthy food options and physical exercise.

Physical activity The Consumer Council recognises that obesity is caused by several factors including taking in more calories than are burned off through physical activity.

24 Data from National Food Surveys suggest that consumers’ total daily energy intake has decreased from the 1970s. However, children are much more sedentary and are exercising less than previous generations and this is contributing to rising obesity levels. For example, the number of children walking to school fell from 62 per cent in 1989 to 54 per cent in 1999, according to the Social Trends survey (BBC News Online, 2004).

Many studies have depicted today’s children as moderately inactive56,57,58 with the likelihood of an inactive lifestyle developing to become completely sedentary59 as exercise habits formed in childhood have a tendency to become habitual in adulthood. Exercising is taking a reduced role in the competition for children’s time60. Research has indicated that children spend substantial amounts of time viewing television61 and playing video games and computers62, with the average American child watching 28 hours per week63. Sallis et al64 found that their research sample spent 58 per cent of their time in sedentary activities and 11 per cent of time being vigorously active.

Two-fifths (42.3 per cent) of respondents in Northern Ireland research65 indicated that they exercised more than twice a week but did not meet international recommendations for physical activity levels. Importantly, the amount of exercise was found to decrease with increasing age. This supports Riddoch’s (1990) findings where post-primary schoolchildren, especially girls, participated in very little vigorous exercise.

Interestingly the 9-11 year olds in Warwick’s Northern Ireland study took part in the most exercise yet their food choices were found to be the most concerning. Conversely, girls who exercised least regularly were the most likely to choose healthy alternatives. In this way, physical activity was not found to be directly associated with food choices.

Overall, the findings suggested a lack of physical activity among 9-17 year

56 Petersmarck, K.A. (1999) Shaming Heavy Kids at School: Fitness Testing: Point of View: Body Composition Measurements Should be Eliminated from Fitness Testing in School Children. Healthy Weight Journal, 13 (3). 57 Bar-Or, O. and Malina, R.M. (1995) Activity, Fitness and Health of Children and Adolescents. Child Health, Nutrition and Physical Activity. 58 Boreham, C., Savage, M., Primrose, D., Cran, G. and Strain, J. (1993) Coronary Risk Factors in School Children. Archives of Diseases in Childhood (68). 59 Durnin, J.V.G.A. (1992) Physical Activity Levels Past and Present. Physical Activity and Health. 60 Mason, V. (1995) Young People and Sport in England, 1994: A National Survey. Sports Council, London. 61 Robinson, T.N. (1999) Reducing Television Viewing to Prevent Obesity: A Randomised Controlled Trial. Journal of the American Medical Association, 282 (16). 62 Levin, D.E. (1998) Remote Control Childhood? Combating the Hazards of Media Culture. Washington, DC: National Association for the Education of Young Children. 63 Comstock, G. (1993), “The Medium and the Society: The Role of Television in American Life. Children and Television. 64 Sallis, J.F., McKenzie, T.L., Elder, J.P., Hoy, P.L., Galati, T., Berry, C.C., Zive, M.M. and Nader, P.R. (1998) Sex and Ethnic Differences in Children’s Physical Activity: Discrepancies Between Self-report and Objective Measures, Paediatric Exercise Science, 10 (3). 65 Warwick, J. (1998) Food Choices of Young People in Northern Ireland – The Influences and Health Implications; University of Ulster, Belfast.

25 olds. This coupled with the fact that young people enjoy sedentary lifestyles does not bode well for the public health of future generations. Therefore, public health policy must address what influences children’s food choices, restrict the practice of promoting less healthy food products to children and increase children’s physical activity.

Recommendation

Public health policy needs to be multi-faceted and address the influences on children’s food choices, redress the imbalance of foods that are high in fat, sugar and/or salt currently being promoted to children and children’s physical inactivity.

Conclusion There is irrefutable proof that advertising has an effect on young people’s food choices at both the brand and category levels. The food industry must be encouraged to adopt an advertising culture or ethos that recognises its corporate social responsibility and public health as well as profit obligations.

Furthermore, the Review of Public Administration places a legislative power on local authorities to ensure the wellbeing of the communities assigned to them. The vision must be for people-focused, local, council-led community planning powers to deliver joined-up public health policy that promotes wellbeing.

26 Appendix

Food advertisements breakdown by type and duration across all channels

UTV – Weekday – Children’s viewing hours

UTV (28.05.04) – 3.15 pm – 5.15 pm Total duration of ads: 14.6 minutes Category Products Duration of food ads Cereals Coco Pops/Frosties 2.5 minutes Savoury snacks Attack-a-Snack 1.6 minutes Confectionery Kellogg’s Screamin’ Fruit 1.5 minutes Winders/Pizza Pops Fast Food McDonalds Happy Meal 1.5 minutes Soft drinks 0 minutes Miscellaneous food Knorr Cook-in Sauce 0.7 minutes ads Total 7.8 minutes

UTV – Weekday – Family viewing hours

UTV (28.05.04) – 7 pm – 9 pm Total duration of ads: 22.2 minutes Category Products Duration of food ads Confectionery Mars Delight/Cadbury 2.3 minutes Dairy Milk/Airwaves Alcohol Miller/Baileys 1.5 minutes Soft drinks Diet Coke/Club Orange 1 minute Fast Food Rolo McFlurry 0.5 minutes Savoury snacks Pringles Dippers 0.5 minutes Miscellaneous food ads Heinz Salad Cream/Ormo 0.7 minutes Pancakes Total 6.5 minutes

Network 2 – Weekday – Children’s viewing hours

Network 2 (28.05.04) – 2.15pm – 4.15pm Total duration of ads: 18.3 minutes Category Products Duration of food ads Confectionery Hubba Bubba Bubble Tape / 3.2 minutes HB Ice-cream (Funnyfoot) / Juicy Drop Pop / Pizza Pops Cereals Coco Pops / Coco/Frosted 2.5 minutes Shreddies / Cheerios / Savoury snacks Attack-a-Snack 0.5 minutes Total 6.2 minutes

Network 2 – Weekday – Family viewing hours

Network 2 (28.05.04) – 7 - 9 pm Total duration of ads: 17.9 minutes

27 Category Products Duration of ads Alcohol Guinness 1 minute Cereals Kelloggs Special K 0.5 minutes Savoury snacks Attack-a-Snack 0.5 minutes Confectionery Giotto biscuits 0.5 minutes Soft drinks 7 Up 0.5 minutes Fast Food McDonalds Twisty Fries 0.3 minutes Miscellaneous food Kerrymaid Butter / Munch 2.4 minutes ads Bunch Fromage Frais / Dolmio Bolognese Sauce / Donegal Catch Fish / Johnston, Mooney & O'Brien Bread / Flora Total 5.7 minutes

Cartoon Network – Weekday – Children’s and family viewing hours

The Cartoon Network (28.05.04) Total duration of ads: 18.7 minutes 3.15 – 5.15 pm The Cartoon Network (28.05.04) 7 - Total duration of ads: 20.4 minutes 9 pm Category Products Duration of ads Cereals Coco Pops / Frosties / Frosted 8 minutes Shreddies / Cookie Crisp Cereal / Cheerios Confectionery Penguin / Microstars / Haribo / 4.6 minutes Kellogg’s Screamin’ Fruit Winders / Push Pops Fast Food McDonalds Happy Meal 1 minute Soft drinks Tango 0.5 minutes Total 14.1 minutes

Nickelodeon – Weekday – Children’s and family viewing hours

Nickelodeon (28.05.04) 3.15 – 5.15 Total duration of ads: 23.8 pm minutes Nickelodeon (28.05.04) 7 - 9 pm Total duration of ads: 24.1 minutes Category Products Duration of ads Cereals Frosties / Cookie Crisp Cereal / 4.2 minutes Sugar Puffs / Corn Flakes Confectionery Starburst Sour Chews / Maoam / 4 minutes Push Pops / Juicy Drop Pops Fast Food McDonalds Happy Meal / 1.5 minutes Kentucky Fried Chicken Soft drinks Pepsi 0.5 minutes Miscellaneous food ads Lea & Perrins Table Sauce / 2 minutes Knorr Cook-in Sauce Total 12.2 minutes

28 UTV – Weekend – Children’s viewing hours

UTV (29.05.04) – 7.30 am – 10.30 Total duration of ads: 33 minutes am Category Products Duration of ads Cereals Coco Pops / Frosties / Cookie 5.5 minutes Crisp Cereal / Cheerios / Frosted Shreddies Confectionery Maoam / Push Pop / Juicy 3.1 minutes Drop Pop Haribo / Kellogg’s Screamin’ Fruit Winders / Pizza Pops Fast Food McDonalds Happy Meal / 2.1 minutes Burger king / KFC Savoury snacks Attack-a-Snack 1 minute Soft drinks Vimto 0.3 minutes Miscellaneous food ads Muller Vitality / Coleraine 1.7 minutes Cheese / Knorr Cook-in Sauce Total 13.7 minutes

UTV – Weekend – Family viewing hours

UTV (29.05.04) – 7 pm – 9 pm Total duration of ads: 17.2 minutes Category Products Duration of ads Alcohol Powers / Smirnoff / Stella 2.2 minutes Soft drinks Coke / Diet Coke / Sunny D / 1.8 minutes Volvic Confectionery Bassetts Fruit Allsorts 0.3 minutes Cereals Kelloggs Muddles 0.5 minutes Savoury snacks Walkers Sensations 0.5 minutes Poppadoms Total 5.3 minutes

29 Network 2 – Weekend – Children’s viewing hours

Network 2 (29.05.04) – 7.30 am – Total duration of ads: 20.1 10.30 am minutes Category Products Duration of ads Cereals Coco Pops / Frosties / Honey 3.4 minutes Nut Cheerios /Cheerios Fast Food McDonalds Happy Meal 2 minutes Confectionery Haribo / Push Pop / Juicy Drop 1.9 minutes Pop / Kellogg’s Screamin’ Fruit Winders / HB Funnyfoot ice cream Savoury snacks Pringles / Attack-a-Snack 0.9 minutes Miscellaneous food ads Danone Actimel / Denny 1.4 minutes sausages Total 9.6 minutes

Network 2 – Weekend – Family viewing hours

Network 2 (29.05.04) – 7 pm – 9 pm Total duration of ads: 10.9 minutes Category Products Duration of ads Alcohol Carlsberg / Bulmers / Guinness 1.2 minutes Soft drinks Sprite / 7 Up 1 minute Miscellaneous food ads Danone Dannissimo 0.5 minute Total 2.7 minutes